We are in the era of the consumer as the center of the business. To keep up with the speed of social transformations and the digital world, studies, strategies, technologies and actions race against time to anticipate trends and align positions.
Marketing needs to be attentive and keep up with all the changes and when we talk about behavior, understanding each generation can be crucial for survival in such a competitive market.
Young people are still the ones
Who set trends and inspire both younger and special database people, which is why generations Y and Z are the ones that brands are most interested in. On the other hand, older people, Baby Boomers and Generation X, represent the greatest purchasing power, while Alpha children will decide the rules in the future.
It is important to understand that the classification by year below is different in different studies, and there is no unanimity. However, the characteristics presented for each audience are similar in all of them:
- Baby Boomers: born between 1940 and 1960
- Generation X: born between 1960 and 1980
- Generation Y (or millennials): born between 1980 and 1995
- Generation Z: born between 1995 and 2010
- Generation Alpha: born from 2010 onwards
Current marketing understands that generational
Separations indicate trends that what is power platform and how can it help you the group but cannot be generalized, as several social and cultural factors interfere with the individual.
For the same reason, date of birth is not a static boundary. For example, considering the diversity found in Brazil, someone born around the year 2000 may have similar behavior to someone born in the 1980s in another location and social context.
And obviously, several behaviors mix among those who were born close together, even in different eras.
Let’s now learn a little about each generation and how their background impacts their consumer relationships with brands.
BABY BOOMERS – 1940 / 1960
Let’s remember what this generation usa b2b list through some of the main cultural, social and economic facts of these 20 years:
- Post-war period;
- Space race;
- Television;
- National development, Juscelino Kubitschek;
- Hippie movement;
- Big festivals;
- Tropicalia;
- Optimism.
The answer is simple: this generation concentrates
The world’s wealth and makes up the groups that make the most decisions around the world, both socially, economically and corporately. In other words, they have decision-making and purchasing power in the consumer market.
And despite not being born or living most of their lives at the pace we live today, boomers are heavy internet users and their digital participation is growing the most among all groups.
These people are more resistant to change and concerned with stability, and as consumers, they are more loyal to brands. Although they are increasingly shopping online, they still prioritize physical stores, personal contact and are not very fond of new things.
If your product or service has potential among this audience, good tips are to invest in humanizing contacts and facilitating access to technology, through website or app versions with simpler, less cluttered and more intuitive interfaces.
And this population has aged healthier, more active and more participatory than previous generations.
GENERATION X – 1960 / 1980
What did they experience?
- End of the hippie movement;
- Emergence of punk, disco and MTV;
- Global economic crises;
- Cold war;
- military dictatorship;
- Less optimism;
- Technological evolution;
- Development of the means of communication.
How can we characterize it?
While they reinforced freedom and the desire to enjoy whatever they want, they also brought boomer characteristics such as the need for stability, career value and discipline.